The product needs to reflect the pricing. Amenities and facilities should be first rate, although guests should be made to understand not to expect a top of the line service experience, as Kingbilli simply does not have the staff to support that.
The promotion at present emphasizes the nature and animals at the estate, but it does not focus on the quality of the experience that the customer will have. The promotion, while maintaining the low-key feel of the present promotion, should going forward emphasize the customer experience. Consumers are willing to pay a premium price if they feel that they are receiving a premium experience. Kingbilli needs to understand that its marketing must appeal to the consumer, to the consumer's perspective. This means ensuring that the message emphasizes the customer.
C. Kingbilli has a few strengths. The first is the animal rescue center, which allows customers to directly commune with nature. The second is the region, which is a bucolic region of Australia without mass tourism, but still within easy proximity of Melbourne. Such remote but accessible areas are generally considered to be among the best for ecotourism, because the remoteness is attractive (Hall & Boyd, 2005). The weakness of the estate is that it is not professionally run as a resort or tourism destination. It falls into the ecotourism category as much for its rusticity and lack of professionalism as it does for its ability to offer a truly nature-oriented experience. There are service gaps that will need to be addressed in order to justify high price points going forward. It is necessary to address these gaps because ecotourism appeals to a higher-end demographic than is presently being served by Kingbilli Estate (Bricker, 2002).
The economic downturn affords Kingbilli a tremendous opportunity to build its business anew. The Australian domestic travel industry has been growing rapidly for many years (Tourism Australia, 2009) and the downturn has made domestic travel more cost-competitive,...
In fact, marketing ecotourism itself can be a major challenge for many. The Internet is riddled with advertisers who claim the ability to market ecotourism with great success. The International Ecotourism Society, however, recommends supporting education in ecotourism, making more information about ecotourism visible and available, and using the media, as well as smaller ecotourism agencies, to raise awareness about ecotourism excellent marketing skills. In fact, this way of
Ecotourism and Community Development Economic Impacts of Ecotourism Ecotourism infrastructures often bring major economic gains to rural areas in many countries. A 2009 study of the Kamchatka Peninsula in Asian Russia by Watson et al., for example, showed that nearly one-third of visitors to the area were arriving from locations outside of Russia to enjoy hiking, cross-country skiing and other nature-based activities. The authors of this study noted that Non-Russian visitors reported
Plus, we will spend a lot of money bringing tourists to an area that will soon lack traditional lifestyle. We could lose big. Indeed, this comes to pass and the tourism project is fading. We will now split off with Agustin for greener horizons, where the community supports the venture more and is less self-destructive. The exercise, however, takes a left turn here. When we decide to split, we are
The article by Kimmel (1999), besides the analysis of the trend towards learning, points out that learning is a process that must be guided and managed. This means that new methods and techniques must be established within the industry to make cultural and environmental learning an integrated and effective part of ecotourism. Leadership and guidance are therefore emphasized as essential in this process. Ecotourism not only benefits the environment but
Ecotourism in Brazil The premise and primary focus of this research is that the ecotourism in Brazil has been underdeveloped and that it could serve as an even greater source of income on both a local level and national level for the Brazilian economy. The nature of this research is such that quantitative results, such as those obtained from questionnaires and surveys, would leave many questions unanswered. There are many
Ecotourism Industry in Costa Rica and Cuba Many countries rely upon tourism as a major source of revenue for local businesses. The volatility in the industry has often caused major financial downturns for tourism-based economies. To deal with this problem many countries are targeting a new consumer, the eco-friendly traveler. Ecotourism is the fastest growing sector of the tourism industry with an average annual growth rate of 20 to 30%.
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